Matt Cutts who is a head of Google’s search quality (anti-spam) team has announced the latest changes that Google is going to implement in the next few months that will be permanent (at least for some time). Matt is answering the question that is on every SEO and webmaster lips ‘What should we expect in terms of SEO from Google?’.

In his May 2013 address to the world on YouTube, Matt makes following points:

They want to see your website provide unique and fresh content that brings value to the visitor. To make sure that Search Engine Results Page (SERP) reflects the best results for the given phrase that searcher is entering in that window, they’re further refining their search algorithm. So Matt says that as long as you’re working hard for your website, Google will ensure they’re working hard in supporting your website by promoting it on the SERP

Get ready for the next generation of Penguin which they internally call an unimaginative Penguin 2.0. As a refresher, Penguin algo release was deployed to address the black-hat type of web-spam

Advertised links. Basically any link that is paid for should not be counted to the linked website’s page rankings. This was always in violation of Google guidelines, however Penguin 2.0 release is going to target this as well. So paid links are not to flow page rank and there should be clear disclosure

The new roll out is going to try to be more effective to identify and lessen the SEO value of spammy links – more sophisticated link analysis

Better detect hacked websites – next generation hacked site detection and better reporting of the same to the webmasters so they can clean up their websites and rid them of hacked scripts etc.

New algorithm is to detect higher authority websites in their own field like Mobile technology, Business, SEO or anything else and send users to those sites. This has been a clear direction recently that’s just been confirmed by Matt where large websites are more likely to rank then new or smaller internet sites

Get more information over to the webmasters. Site owners who previously received various emails from Google Webmaster tools will finally receive more than just a very generic and often non-informative messages that will assist them more precisely at resolving their website issues – more feedback and specific examples

In closing of his address, Matt mentioned that those changes should help small and medium websites and ‘regular webmasters’ – let’s wait and see!